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Segmenting Albanian consumers according to olive oil quality perception and purchasing habits

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  • Imami, Drini
  • Zhllima, Edvin
  • Canavari, Maurizio
  • Merkaj, Elvina

Abstract

The objective of this paper is to analyze consumer purchasing behaviour and preference for olive oil, in the Albanian context of a weakly enforced public and private quality assurance system. A consumer survey was administered at retail outlets in Tirana. Data analysis was performed using descriptive statistics and a two-step cluster analysis to identify homogeneous groups within the sample. The results indicate that most consumers perceive the quality of olive oil they consume to be very high and tend to rely on and trust in the producers/suppliers of the product, rather than public institutions as a guarantee of the quality and safety of olive oil purchased.

Suggested Citation

  • Imami, Drini & Zhllima, Edvin & Canavari, Maurizio & Merkaj, Elvina, 2013. "Segmenting Albanian consumers according to olive oil quality perception and purchasing habits," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 14(1), pages 1-16.
    • Handle: RePEc:ags:aergaa:253540
    DOI: 10.22004/ag.econ.253540
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    References listed on IDEAS

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    9. Imami, Drini & Chan-Halbrendt, Catherine & Zhang, Quanguo & Zhllima, Edvin, 2011. "Conjoint Analysis of Consumer Preferences for Lamb Meat in Central and Southwest Urban Albania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(3), pages 1-16, September.
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    Cited by:

    1. Drini Imami & Engjell Skreli & Edvin Zhllima & Catherine Chanb, 2017. "Consumer attitudes towards organic food in the Western Balkans - the case of Albania," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(2), pages 245-260.
    2. Nedjma Bernoussi & Lucie Sirieix, 2019. "L’impact des attributs et indicateurs de qualité sur le comportement d’achat d’un produit alimentaire : une approche exploratoire, par la valeur perçue et l’authenticité perçue : cas de l’huile d’oliv," Post-Print hal-02299679, HAL.
    3. Drini Imami & Engjell Skreli & Edvin Zhllima & Alban Cela & Olta Sokoli, 2015. "Consumer preferences for typical local products in Albania," Economia agro-alimentare, FrancoAngeli Editore, vol. 17(3), pages 11-29.
    4. Luigi Roselli & Domenico Carlucci & Bernardo Corrado Gennaro, 2016. "What Is the Value of Extrinsic Olive Oil Cues in Emerging Markets? Empirical Evidence from the U.S. E‐Commerce Retail Market," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 329-342, July.
    5. Edvin Zhllima & Gentjan Mehmeti & Drini Imami, 2021. "Consumer Preferences for Cheese with Focus on Food Safety—A Segmentation Analysis," Sustainability, MDPI, vol. 13(22), pages 1-12, November.
    6. Etleva Muça & Ana Kapaj & Remzi Sulo & Natasha Hodaj, 2017. "Factors Influencing Albanian Consumer Preferences For Standardized Olive Oil," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 10(4-5), April.

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